And, as it turns out, those ads are legit. There’s actually some affluent guy in Utah pitching himself on the side of a highway that’ll take you all the way from San Diego to Alberta, Canada, Elle says.

While Schurtz guarded the bachelor’s identity, she offered a few clues to news outlet. She said the man is a millionaire, a practicing member of The Church of Jesus Christ of Latter-day Saints, originally from San Diego, from a big family, between 30 and 45 years old, and stands 6 feet, 1 inch tall.

“I would say tall, dark and handsome,” Schurtz said.

The billboards stay up until May 31, at which point 20 lucky women will be invited to join the mystery man on an exclusive group date. Interested parties should fill out an application, here, which has a drop down menu for “body type” that includes, “slender, athletic, average, a few extra pounds, large, and petite.” The application also requires two photos and asks, “Are you currently a worthy temple recommend holder?” and “Did you serve an LDS Mission?”

Goop—the lifestyle and wellness juggernaut founded a decade ago by actress, fashionista, and social influencer Gwyneth Paltrow—is expanding its original content with a new docuseries on Netflix; an exclusive podcast partnership with Delta Airlines; and a slew of programming centered around beauty, food, and books, Variety reported exclusively on February 4.

But can you be populist and inspirational while touting $995 wireless headphones and $2,780 handbags? The new sponsors seem to think so.

Still untitled, Goop’s streaming series will hit Netflix next fall, comprising 30-minute episodes hosted by the site’s editors, chief content officer Elise Loehnen and Paltrow. The team will talk to experts, doctors, and researchers to examine issues relating to physical and spiritual wellness.

In addition to Netflix and Delta, Goop is developing standalone podcasts with in-house beauty expert Jean Godfrey-June (whom, Loehnen said, is the most popular staffer at the company’s Santa Monica offices), a food program hosted by an award-winning chef, and a Goop book club featuring author interviews and reviews.

In light of the digital content ramp-up, Goop will pause production on its quarterly print magazine and resume publication after the Netflix series hits.